When you write copy for a product, do you do a better job if you are a true believer in the product … or a cynical skeptic?

It’s been said that the copywriter must be enthusiastic, because enthusiasm for a product — or its lack — is transmitted in the writing.

On the other hand, if the copywriter is NOT sold on the product, he will have to sell himself on it before he can sell others.

That means he is more likely than the rapidly enthusiastic copywriter to come up with objections, which anticipate the objections prospects will have, and work out powerful, logical arguments to overcome them.

Therefore, the copy he writes will in theory be stronger than the copywriter who is a “cheerleader” for the product — enthusiastic, yes, not not really questioning its claims.

So when you write copy … or hire a copywriter … which are you looking for?

A tricky question, and one which doesn’t have a right answer in my book.

I’d have to say that, being a hardened skeptic myself, the best way to overcome objections is to write like you yourself have the exact same objections as the reader might have…

Enthusiasm is great, and has its place. But in my eyes, when enthusiasm ON ITS OWN is used to try and sell something, I find it to be like a small child trying to convince you how much better YOUR life will be if you buy them this new toy they want…

But cynicism ON ITS OWN will not sell either.

A combination of the two is always required, but the enthusiasm level needs to be tailored to the target market.

It’s a fine balance, but a good writer should know how to get it right. And if that balance is achieved, the piece can really make the register ring!

Ok…I tend to be one of those enthusiastic copywriters who gets strongly focused on the product or service and starts living it and breathing it 24/7 (I am exaggerating here but only a little).

I think Bob raises a good question. My enthusiasm has been both my strength and weakness. Because it comes easy to me, I think I have relied on it too heavily at times to impart a message. As a result, the copy might’ve ended up more two dimensional than possessing 3-dimensional depth.

I think a balance between enthusiasm and skepticism is the way to go. I’ve learned to look for target audience objections, but perhaps it’s even better to explore and include my own objections.

If I’m writing, I really need to believe in the product I’m writing about. When I believe in it, I become passionate, this passion I believe helps me write in a way that motivates others to action because they believe in what I’m saying. Above all else, the potential customer must “believe” what you say is true.

That said; anyone that has seen as many goof-ball products and projects that I have over the years would naturally start off being doubtful of claims and promises the client makes for his/her product.

At the beginning stage you do have a “show me” attitude. It is this attitude that allows us to find the facts that will either sell us on the product, and worth working on, or you find it’s bull, and you turn it down. If I can’t be sold on a thing, I won’t do the project.

So, in essence, it is really a combination of both.

I will clarify one point; my passion requirements are for bigger longer term projects that will require a lot of thought and writing. If someone wants a mail order ad done for a wristwatch or a hat, I don’t really have to be sold/enthusiastic on that particular product.

There is an interesting article written in 1941 by Paul Muchnick titled: “What Do Sales Letters Need Today?” Posted here: http://www.nmoa.org/Museum/much1.htm
It relates to this subject, and you would never guess that the letter was written so long ago.

Bob–I think Suzanne has the right idea. You need BOTH enthusiasm and enough detachment to anticipate objections.

Perhaps the best example this balance is John Caples’s ad “They Laughed When I Sat Down at the Piano…” It goes from wry skepticism (of the onlookers) to getting carried away by the thrill of the music. If I may quote:

“Instantly a tense silence fell on the guests. The laughter died on their lips as if by magic. I played through the first few bars of Beethoven’s immortal Moonlight Sonata. I heard gasps of amazement. My friends sat breathless — spellbound!

I played on and as I played I forgot the people around me. I forgot the hour, the place, the breathless listeners. The little world I lived in seemed to fade — seemed to grow dim — unreal. Only the music was real.” (Read the full ad at http://passaicparc.com/killer/caples.html)

The playful opening set the stage for the wallop of the finale. I have no doubt Caples was carried away by the music playing in his head as he wrote. Bravo!

Bob Bly asks if a copywriter can be “too enthusiastic.” In my comment, I recalled John Caples’s all time classic ad: “They Laughed When I Sat Down at the Piano” I’m not sure if it’s the greatest ad ever written….

That’s why I write about insurance. While others snooze when they hear the word, I enjoy the topic and it shows in my writing. I do find though, that I have to tone down my enthusiam because I believe to sell your product you have to “lead with your heart.” Most insurance industry professionals don’t like to talk about anything warm and fuzzy, much less a heart.

I have always treated the 5 piece kit as a entire sales presentation. The solicitation letter must sound highly enthusiastic like a sales persons pitch. The Brochures must sound factual, credible, rational and down to earth. Q&A should display insight and understanding.

Different parts of a mail package should sound different. Likewise to be effective, different parts of a DRTV advertising must adopt different tone and manner.

A one tone throughout wouldn’t sell so effectively and can be real boring.

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